Be A Space Invader In A Virtual World: A New Fashion Frontier
Fashion

Be A House Invader In A Digital World: A New Style Frontier

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On this visitor submit, Nastassia Kuznetsova (pictured), Senior Strategist at Jack Morton Worldwide, discusses the influence of COVID-19 on reside retail experiences and the way manufacturers and organisations have shifted their focus to digital and what that appears like…

Keep in mind when a reside expertise was anchored in a single place? When individuals would collect collectively in single venues, and huge teams, to attach, to entertain, to bounce, to study…

It’s humorous how rapidly one thing so acquainted can start to really feel so alien. With every little thing that has occurred over the previous few months, you would be forgiven for considering that we had seen the again of experiential advertising and marketing.

But reside expertise continues to be very a lot (forgive the pun) alive and kicking. Actually, regardless of preliminary trepidation, it’s blossoming and evolving to turn out to be extra immersive and fascinating than ever earlier than. Right this moment, the idea of reside is not merely on stage, not bodily, not a “flash within the pan” single second in time. The stage is in every single place, and every little thing. This digital world is just not a compromise, in reality, ​it units us free. It’s an unimaginable alternative to do one thing we’ve by no means executed earlier than…​

When the pandemic took maintain earlier this yr, it in a short time turned obvious that the style trade was prone to be among the many hardest hit, with retail closures, journey restrictions and social distancing measures bringing each reveals and showrooms internationally to a standstill. And but, within the face of near-insurmountable odds, the trade’s urge for food for creativity and innovation has paved the best way for a brand new hybrid (live-meet-virtual) style panorama, setting the usual for Australian organisations massive and small.

In March, Shanghai Style Week noticed greater than 150 designers and types use video, augmented actuality and reside streaming to current their collections, with twin display experiences and “see now, purchase now” performance enabling them to promote on to the general public. This digital-led method offered a rare platform for innovation and, extra importantly, accessibility. Designers have been capable of attain tens of millions of customers on-line, in actual time, a feat that will have been close to inconceivable via conventional reside approaches alone. 

Taking it one step additional, we noticed style label Hanifa host an eerily stunning, completely 3D present, with invisible fashions, streamed by way of Instagram Dwell rather than a New York Style Week runway. Hanging, memorable, and certainly extra sustainable, with out the distraction of a backdrop or reside people carrying the clothes, it was really simpler to soak up each element of the clothes. Hanifa’s bought out assortment rapidly proved that going digital did nothing to decrease the flicker of a reside expertise.

The problem? Commanding consideration within the digital world

Regardless of the potential for engagement, on this setting it’s simply as straightforward to show off. Because of this, your expertise (and specifically your content material) has to work so a lot tougher to maintain individuals concerned – the secret’s immediacy, interactivity and selection. 

Somewhat than being led by a expertise platform, you will need to first take into account the suitable content material format and the easiest way to attach with your audiences. This may differ based mostly on scale, viewers profiles – and what success means to your model, however will at all times require a “human contact”.

It’s true, we haven’t but invented any software program device for bumping into individuals, by probability, and having an important dialog, however that’s no excuse for compromising human expertise simply because we’re not face-to-face. Somewhat than let our feelings get misplaced in our on-line world, it’s time to get inventive by way of how we contain our communities in real-time, two-way dialogue.

Within the UK, the British Style Council relaunched a brand new London Style Week hub together with digital showrooms, panel discussions, podcasts and interactive movies. Any content material that was tagged, was pulled into the positioning to recreate the sensation of a reside dialog occurring all through the week. To create power remotely and spark pleasure in new methods, we’re additionally seeing shoppers discover moments of shock and delight via supplementary “un-boxing” experiences. From strategically scented candles, pre-mixed cocktails and curated playlists, the alternatives are limitless and we’re solely simply scratching the floor.

However sufficient from me. The query is: what are you doing to drive intimacy together with your model in an more and more digital world? For these in search of a little bit extra inspiration, listed here are some prime suggestions for driving that every one vital human connection:

Design for group

Large moments are sometimes accompanied by massive crowds. There’s nothing fairly like the sensation of being part of one thing bigger than your self – and the attain of digital occasions makes that doable. How will you design the spirit of group into your second in time? What collective motion can individuals take?

Play to personalisation

If it feels private and genuine then it’s going to really feel like a singular second in time. Discover out what your viewers’s pursuits are, then deal with these. Once you put viewers desire and personalisation over expertise, you’ll create a extra partaking and extra human expertise.

Gamify the second

Carry within the interactivity, encourage shared dialog and provide your viewers the liberty to participate. Whether or not it’s a easy reside quiz or on-the-spot collaborative competitors, getting individuals concerned will create a second of their reminiscence and in addition maintain them engaged.

Be an area invader

Ambiance is an important a part of each expertise – nevertheless it’s robust to regulate when everyone seems to be sitting at house. Take into consideration how one can (gently) push your self into your audiences’ setting… are there good lights you may join with or playlists that sing the temper you’re creating?

As experiential entrepreneurs, now is just not the time to cover and hope we come full circle, however somewhat it’s time to mud off the cobwebs, throw out the rule guide, and embrace this recent alternative to reimagine “reside” as a sequence of hybrid live-meet-virtual experiences.